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GERMANY: Beiersdorf has rolled out new Nivea Celluar Anti-Age, which the firm is billing as a special milestone for the brand in the anti-aging sector.

In the formula creation alone, more than 8,500 women were actively involved in order to ensure that the finished product responds to the expectations women have toward high quality anti-aging face care, according to Nivea skin expert Dr. Sven Fey, head of the department of product development for Nivea Face Care.

“At Nivea we strive to create innovative face care products that work in harmony with your skin’s own processes. The new care series Nivea Cellular Anti-Age induces cells to behave like younger ones,” said Dr. Fey.